Ally Invest Mobile

After the acquisition of TradeKing into the Ally family, our user research team brought in real users to assess their needs / frustrations with the existing mobile trading app.

Users told us that it was significantly more complicated and time consuming to place trades on our mobile platform than vs competitors. We tuned the UI to reduce the number of taps, using intelligent defaults, reducing the number of confirmations, and replacing two click dropdowns for compact sliders or toggles.

Ally Invest mobile went from one of the highest number of taps to trade, from 20 or more, to as low as 7.

We also learned intimidating aspects of the mobile app that users would avoid out of caution. This lead an adjacent project to increase user education throughout the app.